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From Mike Spearns, via Ebert's Answer Man column:

RULE 1: The only way that bad can be good is that it has to literally be 'laughably' bad. It must make you laugh AT it, not with it.

RULE 2: Comedies cannot be so bad they are good, because of Rule 1. If you laugh, it works. If its lack of comedy becomes funny, you are working at a rarefied level of irony that few can attain.

RULE 3: A movie cannot strive to be so bad it's good. It has to be unwitting.

RULE 4: Lazy movies are never so bad they are good. The ineptitude has to be coupled with earnestness and a true (albeit misguided) belief in the material. "Phoning in" a movie is never funny, it's an insult to the audience.

RULE 5: The badness can exist side by side with an empathy or affection for the artist. (I feel for Ed Wood)
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